Top 10 Reasons why it’s a good thing to have two women Creative Directing the Molson Canadian campaign

TBWAToronto president Jay Bertram recently suggested the relative scarcity of women in key ad roles as a suitably controversial Back Page topic.

TBWAToronto president Jay Bertram recently suggested the relative scarcity of women in key ad roles as a suitably controversial Back Page topic.

‘If communications is all about emotions, and women are seen to be better at communicating their emotions…why are there not more marketers, creative teams and advertising leaders who are women?’ We agreed.

Add to that certain comments that circulated recently during the Molson RFP – suggesting that women were less capable than men of selling suds – and we felt that this indeed was a topic in need of a reality check, not to mention a decade check. (Don’t even get us started on the number of products men wouldn’t be qualified to work on if you bought into that philosophy…)

Since the Zig team and its femme creative toppers Elspeth Lynn and Lorraine Tao did beat the boys to the beer, we asked them to set the record straight.

1. The meeting rooms will smell better because women will be present.

2. Casting will be open to blondes and brunettes.

3. There’ll be someone at the shoot who knows what the stylist means when she says: ‘It’s very D&G ’02.’

4. Someone will actually utter the words: ‘She’s too small to have breasts that big.’

5. Let’s face it, men aren’t that hard to figure out anyway.

6. In casting sessions, it won’t just be the women who are asked to turn around.

7. There’ll be pick-up lines in commercials that actually work.

8. 19- to 24-year-old men are very appealing to older women (witness Ashton and Demi).

9. This time next year, a whole nation of men won’t be afraid to ‘commit’ to

Molson Canadian.

10. Who better to get men to do something than women?